Measuring ROI: Is My Digital Marketing Strategy Working?

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Amidst a slew of data from new digital tools, even successful marketers find it hard to know "which half of my marketing is working?" – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal ROI solution, marketers need to think strategically about their own customers' path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.

Rogers is the executive director of BRITE, author of The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age, and faculty director of Digital Marketing Strategy [2], Digital Marketing Strategy II [3], and Digital Marketing Strategy Week [4].